Identification of Key Determinants of Satisfaction of Users of Electronic Banking Services

Abstract

Under the conditions of increased competition, imperatives for banking institutions are focusing on the provision of better quality services, meeting the needs of clients and adjusting to their specific demands, as these are the conditions for achieving satisfaction. Satisfaction has a consequent effect on the realisation of communication, but also economic business goals of market players. In accordance with these facts, the significance of measuring the quality of services needs to be pointed out. In recent years, the tendency of increase in the number of bank clients who use electronic banking services has been perceived in the Republic of Serbia. Advantages of this modern service are numerous, and the ones that stand out among them are saving time, more favourable price, comfortable and fast transaction execution. The purpose of this paper is to examine the satisfaction of clients in relation to electronic banking services, i.e. to come to a conclusion which elements of service quality have an impact on satisfaction, as well as to assess the intensity of such impact. In order to obtain the necessary information, we have used the measures of descriptive statistical analysis, reliability analysis, correlation and regression analysis. The data have been collected using the survey method and the questionnaire distributed to respondents for the purpose of specific research has been created on the basis of previous research in the quality of service field. The results have shown that three dimensions of modified SERVQUAL model (security, ease of use and responsibility) have a statistically significant impact on Unauthenticated Download Date | 5/13/18 8:06 AM 302Gašević, Vranješ,Drinić/Economic themes, 54(2): 301-321 satisfaction, while other factors (reliability, empathy and website content) have, in their joint effect, indicated a non-significant impact on satisfaction. The contribution of this paper is reflected in the fact that the identification of factors (reliability, empathy, website content) that have not achieved a significant impact in their joint effect on the satisfaction of clients with electronic banking can be a signal for the management of financial institutions to take action in order to reduce the perceived risk, maintain trust, provide training and development of employees, modernize website appearance.

Measuring Clients’ Attitudes About Banking Services Quality Using the SERVQUAL Model

“…Results of the research showed that satisfaction of the bank clients is most strongly determined by empathy and the weakest by tangibility, that is, by the interior and exterior of the bank, the appearance of employees and so on. An interesting result is that dimension reliability that relates to understanding clients' problems and compliance with agreed deadlines has no statistically significant influence on clients' satisfaction, which is consistent with results of the research by Gasevic et al (2016), but opposite to the results of Al Afeshat & Alola (2018) which confirmed that there is statistically significant influence of all dimensions of SERVQUAL model on clients' satisfaction. On the other hand, clients' loyalty is most strongly influenced by responsiveness, and the weakest is, as well as satisfaction, under the influence of tangibility.…”

“…When considering dependence between service quality dimension and satisfaction of banks' clients, Van Quyet et al (2015) as well as Rijwani et al (2017) came to the conclusion that all five dimensions of the SERVQUAL model have statistically significant influence on customer satisfaction. Using a modified SERVQUAL model for measuring electronic banking services quality in Serbia, Gasevic et al (2016) confirmed the influence of security, ease of use and responsibility on satisfaction, while reliability, empathy and website content have non-significant influence on satisfaction.…”

Emergence and development trends of electronic banking in Serbia

“…Najveće ograničenje obimnijeg korišćenja usluga elektronskog bankarstva je nedostatak poverenja klijenata banaka u sigurnost obavljanja ovakvih transakcija [28]. Pored sigurnosti i poverenja [29; 30], značajan uticaj na zadovoljstvo i povećanje broja korisnika ima i jednostavnost korišćenja usluga elektronskog bankarstva [31]. Na poverenje klijenata u usluge elektronskog bankarstva najveći uticaj imaju kvalitet elektronskih usluga, kao što su jednostavnost korišćenja, privatnost i sigurnost, individualne karakteristike klijenata, kao što su individualna sklonost poverenju, kao i karakteristike banke, kao što su reputacija, veličina i zavisnost od države [32].…”

The mediating role of perceived value on electronic service quality and customer satisfaction: Evidence from Malaysia

“…Therefore, maintaining quality is the key to success in online baking (Nochai & Nochai, 2013;Yi, 2014). Under increased competition, banking institutions' imperatives focus on providing better service quality, meeting clients' needs and adjusting to their specific demands, as these are the conditions for achieving customer satisfaction (Gasevic et al, 2016). Since traditional banking services have unique delivery processes, their quality will be difficult to be applied to online banking.…”